Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / Crafting Enduring Marketing Strategies: Tailoring to Your Business

Transcript

Crafting Enduring Marketing Strategies: Tailoring to Your Business · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

0:01
Hello and welcome to the show. Sorry, I've been available for
0:04
the last two or three days and that's because the midterms
0:08
threw me off my recording schedule.
0:11
And so why if you wanted us to do something real cool for the
0:15
kids. And so we've been going out to
0:16
bed and that has thrown me off basically.
0:19
But anyway, I'm back here now and I'm going to pick up from I
0:24
found a bunch of notes and this was a conversation I should have
0:26
shared with you guys a few days ago.
0:29
But let's just get straight to it, OK, The usual apologies
0:32
because the kids are at home and then the neighbor is having some
0:36
work done on their house. So expect to hear some
0:39
interruptions in the background also because I'm not in my
0:42
recording space. So OK, this is going to be a
0:47
conversation that I had with Coach OG or or Jugo.
0:53
I've been told I don't pronounce the name correctly.
0:55
I just call it Ojugo because, you know, I went to school with
0:57
a couple of juggles and so I run into any of them, I just say
1:01
Ojugo. In fact, I used to think it was
1:03
OJUGO, but Coach Ojugo corrected me that I haven't been spelling
1:11
her name correctly and I haven't been pronouncing incorrectly.
1:14
So Coach Ojugo is a friend of mine, a professional colleague
1:20
in the Abuja startup ecosystem. She's more of a systems, she's
1:28
more of a back end kind of person.
1:29
So if you want to learn about how to systemize your business
1:32
processes, all the tech things related to it, you know, she's
1:36
she's your girl. She's the person to go to and
1:38
she has a podcast as well. And so she figured why don't we
1:42
collaborate on the podcast. And so she invited me over on
1:44
her own podcast where we discussed a bunch of things
1:47
related to sustainable business. So for Coach Ujugo, she likes
1:53
her podcast to be real nice and polished.
1:54
So she's going to take her time. She's going to edit everything,
1:57
remove the coffee and remove the arms and the ARS and, you know,
2:01
introduce the music and make sure everything is nice and
2:03
clean. So while we're waiting for Coach
2:05
Ujugo to Polish up everything and when she publishes on her
2:10
own podcast, I'll also share the audio over here so you guys can
2:14
get the conversation first hand. I figured I'd just come over
2:17
here and share some of the things that we spoke about, or
2:20
rather some of the things that we had hoped to talk about
2:23
during that episode because you know how these things can be,
2:25
you know, you come for a meeting and you decide to talk about
2:28
some things and then the conversation gets carried off
2:33
into other avenues. So it turned out to be really a
2:35
wonderful conversation. So I'm going to talk about
2:38
things that we had intended to talk about and hopefully I
2:40
remember to talk about some of the things that actually did go
2:43
into the podcast episode. So before we explore some of the
2:47
ideas behind sustainable business marketing practices
2:50
that Coach Ojugo and I discussed, let me show what I'm
2:54
listening to on Spotify. A couple of days ago.
2:56
I was listening to Ruben Morgan, and he is a gospel singer.
3:01
More of that Hillsong kind of music, you know, with songs, you
3:10
know about Calvary, the Cross, the Creed, you know, that sort
3:13
of thing. So if you've been listening to
3:15
my musical recommendations and you have not been feeling the
3:17
things I've been saying from a religious point of view, for
3:20
those of you who are Pentecostal Christians, then Ruben Morgan is
3:24
definitely something you should be able to listen to.
3:26
So, you know, nice worship music over there.
3:30
Then I'd also like to give a shout out, listener shout out.
3:34
And today I'm going to be shouting out Playmaker HDI don't
3:38
have his real name because he listens to the podcast on
3:42
Spotify. And he also made some comments
3:45
on Spotify. I think Playmaker, I think he's
3:51
the fellow who said that he was happy coming across the podcast
3:55
again because initially he thought the podcast was aimed at
3:58
photographers, but now he can see that the podcast applies to
4:01
anybody who's trying to get the business off the ground.
4:04
And yes, Playmaker HD, thank you very much for listening to the
4:07
show and thank you very much for commenting on Spotify.
4:10
Because those of you who comment on Spotify comment on YouTube.
4:14
You guys are giving my stuff algorithm juice.
4:17
And so it lets the algorithm know that people find this
4:20
content to be valuable. And then the algorithm starts
4:23
sharing the content with other people.
4:25
So for those of you who are listening on Spotify, commenting
4:28
on Spotify, listening on YouTube, commenting on YouTube,
4:31
thank you very much because you're doing loads to drive the
4:34
growth of the podcast. Now back to the stuff that
4:37
Playmaker HD said. Yes, in the beginning, if for
4:43
those of you been listening from day one, you already know this.
4:45
But for those of you who have discovered the older episodes,
4:48
you will notice that in the beginning, yes, I was talking to
4:50
photographers, wedding planners, videographers, MCS, cake
4:56
artists, what else? Caterers, you know, people in
5:00
the event and in the wedding space.
5:02
So initially that was my target audience, but after more than a
5:06
year of doing the podcast, I realized that most of my
5:09
audience were people coming in from other industries.
5:12
In fact, I was not hearing from wedding photographers at all,
5:16
one or two wedding planners. But I started hearing from a
5:18
bunch of folks, must use architects, agriculture people.
5:24
And I was like, well, it looks as if I'm trying to speak to
5:27
this category of people, but then the people that are
5:29
deriving the value from the podcast seems to be anybody but
5:33
people in the event space. And that is when I made the
5:35
transition. So for those of you who listen
5:37
to the older episodes, maybe like this one, and then you find
5:41
the younger episodes and it seems like I'm talking to
5:44
wedding photographers, you know, that's, that's the disconnect.
5:48
That's the disconnect right there.
5:49
However, I do want to point out one thing to Playmaker HD and
5:53
those of you who are who have listened to this episode, excuse
5:58
me, and maybe who discovered some of the older episodes.
6:01
And what I'd like to point out is this.
6:03
It's part of a core tenet over here on the podcast that I've
6:06
been saying that sales and business development and
6:10
marketing principles are universal, but the application
6:13
changes according to the context.
6:15
So in the future, if you run into another podcast and you're
6:19
having sales and marketing problems and let's say the
6:21
podcast is about sales and marketing, but let's say the The
6:24
thing is targeted towards plumbers, for instance, don't
6:27
say that because you are a Carpenter and this is a podcast
6:31
that is aimed at plumbers, then there's not going to be any
6:34
business advice that will be good for you.
6:36
Actually, it is. All you have to do is listen to
6:39
the podcast, even though you're a Carpenter and the podcast is
6:42
aimed at plumbers and ask yourself this advice that they
6:45
are giving to plumbers. Does it apply in the carpentry
6:48
business or how can I apply it to the carpentry business?
6:52
And I can tell you guys this for a fact because one of the
6:54
podcasts that I actually listen to is one that is a sales and
6:58
marketing podcast, but it is aimed at plumbers.
7:02
And one of the really interesting things that I've
7:05
gotten from that podcast so far is because the fellow who runs
7:09
the podcast, the trainer over them, this is his own take, but
7:13
he's in America, This is his own take.
7:15
So his own take is, look, all of us are plumbers as far as our
7:19
customers are concerned, all of us are the same.
7:22
We dress the same, the overall is the same.
7:24
The only difference is just the colour.
7:26
The trucks that we use is all the same.
7:28
The difference is just packaging or branding.
7:30
What are we selling? We're selling toilets on block,
7:33
drain, tap, water heater, Everything is the same.
7:37
So for him, the key thing about how you can differentiate
7:40
yourself or distinguish yourself as a plumber selling in the
7:43
United States of America is to go real hard on the service
7:47
aspect. You should use the service
7:49
aspect to distinguish yourself and then get referrals.
7:52
So you can see how even though that particular podcast is aimed
7:56
at plumbers in America, somebody who is a wedding photographer in
8:01
Nigeria can listen to that podcast and learn a thing or two
8:04
because you're learning how to distinguish yourself on the
8:06
service based level. And then also to get repeat
8:10
business and referrals as always the same that even though it is
8:14
a podcast that it is aimed at plumbers in America, a Nigerian
8:20
architect can listen to that and get some sense or a Nigerian
8:24
hospital manager can listen to that podcast and still make some
8:27
sense. So Playmaker HD, thank you very
8:30
much for listening and we're glad you're back.
8:32
But future listeners, don't think that there's any
8:34
disconnect. You know, if you're a masseuse
8:37
and you haven't had me talk about mass uses or however it is
8:41
you guys call yourselves, just listen and figure out the
8:45
principles that we and practices and tips and tricks that we
8:48
discuss over here. How can that apply to somebody
8:51
in my own business? And then try and apply it
8:53
accordingly and you'll be fine. Well, of course, if you find a
8:57
podcast that is dedicated exclusively to those of you who
9:00
are masseuses and those of you who are in the hospitality
9:02
space, then yes, maybe it might make more sense to leave this
9:05
podcast and go there. But in the meantime, we can hang
9:07
out here, we can be friends here, and you can find useful
9:10
things that will help boost your business.
9:13
So last week with the listener shout out Playmaker HD Thank you
9:18
very much. Thank you for commenting.
9:21
Thank you for listening. I hope to catch more here in the
9:25
future. Then let's head straight to
9:29
conversation I had with Coach Odugo.
9:31
Now for Coach Ojugo, both of us, we got over on our podcast
9:35
because we wanted to discuss sustainable business marketing
9:40
practices and the reason why these kinds of topics are
9:45
important obvious. And that is because marketing is
9:51
the business function that is concerned with creating a
9:54
customer. And so because of that,
9:57
marketing actually is the most important thing that a business
9:59
owner is going to do. So whether you're a plumber or
10:02
you're a wedding photographer or you're a business consultant or
10:06
you export charcoal, the most important function of your
10:09
business actually is to create a customer where a customer didn't
10:12
exist before. So the primary thing that we
10:16
have to do is to wake up every day and think about how we solve
10:19
the marketing challenge. Because if you do not, if you do
10:22
not solve the marketing challenge, then there is nobody
10:25
over which you can exercise your XYZ function.
10:29
This is what I'm trying to say. If you export sesame seed or
10:32
charcoal to Ghana, but you do not create customers in Ghana,
10:37
when you wake up in the morning, there is nobody for you to
10:41
exercise the charcoal too. You just have an expensive
10:45
hobby. You're there in the office,
10:46
you're chopping AC, but you do not have customers in Ghana.
10:50
The same thing with the wedding photographer.
10:52
If you do not figure out how to create customers for yourself in
10:55
your city or on Instagram or on Google, then you have rented
10:59
your camera or you have bought your camera and the lights and
11:01
your studio space for nothing. You just have an expensive
11:04
hobby. You're sitting down shopping AC,
11:07
but you do not have any customers.
11:09
And it's the same thing with the architect.
11:11
You can go to Unijos, finish first class, and then from there
11:16
go to the Netherlands, finish first class with your masters
11:20
and then come back. All you just have is an
11:22
expensive hobby. You're sitting down in your
11:24
studio space in Lagos shopping AC, but there's no customer.
11:28
So the primary thing that we're supposed to do is to create a
11:32
customer. And that's the reason why
11:33
marketing is the primary function of a business that all
11:39
of us should be cracking our heads on every single day.
11:42
Marketing. Now when we say marketing, it
11:45
covers different things. It covers advertising that a
11:48
whole bunch of you know, it covers public relations,
11:50
everybody knows that. It covers branding.
11:52
People knows that marketing also covers sales.
11:56
That's the one whole lot of people don't know or don't like.
11:59
And since sales is like the forgotten stepchild, that's the
12:01
reason why I keep talking about these things over and over and
12:04
over again. Because when you say
12:05
advertising, everybody's there. Branding, everybody wants to do
12:08
it. PR everybody wants to do it.
12:11
Positioning, packaging, whatever you call it, everybody wants to
12:13
do it. When you hear sales, everybody
12:15
runs away. But the all these things,
12:19
advertising, branding, public relations, marketing,
12:22
positioning, sales promotion, whatever it is you want to call
12:26
it, all of those things are children of marketing.
12:28
And that is why I say that we are all marketing communications
12:31
professionals, whether you're a branding person or APR person or
12:35
an advertising person or a sales person, all of us, we're all the
12:39
children of marketing. So marketing is the most
12:42
important thing that we have to do in our businesses then.
12:48
OK. So yeah, that's one of the
12:50
things I need to talk about. And one reason why I wanted to
12:53
talk about that was because we have a lot of people,
12:54
particularly in culture, you go space, you know, people who are
12:57
technically inclined. You know, you went to school,
12:59
you studied mech engine, you studied artificial intelligence,
13:02
you studied this, you studied that.
13:04
You figure yourself to be a cerebral person.
13:06
And because of that, you think of yourself primarily as a
13:08
scientist or primarily as a technician or primarily as a
13:11
something. I'm like, that's not the case.
13:13
You're just deceiving yourself. So yes, you studied mech engine
13:17
or yes, you studied quantum engineering or something like
13:20
that. But so long as you are not in
13:23
somebody's office collecting salary, I mean, you've created
13:26
your own office, you're sitting down, you're chopping AC, You
13:30
are a marketer first and foremost, because if you don't
13:33
do your marketing, well, there's nobody over which to exercise
13:36
your quantum engineering degree. So for those of you who are
13:39
cerebral minded, those of you who are really, really smart,
13:42
you went to school, you studied medicine, you graduated first
13:45
class, you studied accounting, you graduated first class, you
13:47
studied law, you graduated first class.
13:50
Please be humble a bit and realise that yes, even though
13:53
you're cerebral and you're smart, you actually are a
13:56
marketer first and foremost. Because if you don't do any good
13:59
marketing, there's nobody over which to exercise your fancy
14:02
first class degree in law. So even though you're a lawyer
14:06
and you've been called to the bar, think of yourself first as
14:08
a marketer and get you a bunch of clients, then you can
14:10
exercise your lower degree. So let's see, the next thing was
14:16
to define sustainable business marketing.
14:20
The reason I wanted to make that clear is because whenever people
14:23
hear sustainable business nowadays, what they think is
14:26
about promoting your business in a way that is environmentally
14:30
responsible or socially responsible.
14:33
So nowadays young people say sustainable business.
14:35
That's what they mean. However, I was not talking there
14:38
to talk about the environment and about social responsibility.
14:42
When we say in sustainable business, we mean the much, much
14:47
older meaning of the term. Sustainable business just means
14:52
business that you can do faithfully over time.
14:54
Sorry, sustainable marketing practices are just marketing
14:57
practices that you can do faithfully over time.
15:02
The reason why that part sustainable faithfully over time
15:06
is because whenever you do marketing, one step forward, 2
15:10
steps back. It doesn't work.
15:12
If you do marketing or sales or whatever Monday, Tuesday and
15:16
then you go to sleep Wednesday, Thursday, Friday, Saturday and
15:19
then you wake up next week Monday hoping for business to
15:22
come in. That's not how it works.
15:24
If you go fully in January 1st, do marketing from January 1st to
15:30
January 31st, and then you go to sleep all of February, March,
15:33
April and May and you expect business to come in, that's not
15:36
how it works. Marketing, sales communications,
15:42
marketing communications practices, they work best when
15:44
you do these things sustainably over time.
15:46
So if it's that every single Monday is marketing day, what
15:49
you're doing marketing day every single Monday for 52 weeks of
15:53
the year straight now we can expect to see progress.
15:57
Now that you do it on Monday of the first week and then you go
16:01
to sleep for the rest of the month and then next month you
16:03
wonder how come I'm not getting business?
16:04
That's the reason why because you're doing these things in a
16:09
manner that is not sustainable. It is only sustainable when we
16:12
do it faithfully. When we do it faithfully over
16:18
time, you pick a cadence and then you stick to it.
16:21
So what is the right cadence? What is the what determines
16:24
which marketing practices are sustainable?
16:26
You know, it depends on the number of factors, the number of
16:29
contextual factors. It depends on your personality,
16:31
depends on your habits, your industry or the price points or
16:34
whether you're dealing with a simple or a complex sale.
16:37
There are some personalities. There are some people that are
16:39
all in like, OK, I've, I've chook my head inside and I'm not
16:42
going anywhere. OK, no problem.
16:44
If you're one of those people, then sure, no problem.
16:48
Deciding January 1st, that is what we're going to do for all
16:51
of 2024-2025 is not a problem for you.
16:54
So in that case, faithful or contextual sustainable marketing
16:58
practices might be you doing certain kinds of activities
17:01
every other day. So you do it Monday, Wednesday
17:04
and Friday every single week for the rest of the year.
17:06
So it depends if you're one of those people that you can't
17:10
shook your head inside and remain there, maybe you might
17:13
try and look for things that you can cope with, which is that
17:16
whole thing of some people saying, OK, today is Friday,
17:19
Every Friday is a marketing day. By the way, I don't agree with
17:22
that kind of running your business in that way, You know,
17:24
where you pick one day of the week and say, OK, today is
17:28
marketing day or today is social media day or today is
17:30
advertising day or something like that.
17:33
But I'll talk about that in future episodes.
17:34
But The thing is, even if you pick it like that, like OK,
17:38
marketing Monday, every Monday is a marketing Monday, no
17:41
problem. You'll be better than somebody
17:43
who is doing Start, Stop, Start, Stop.
17:46
But this is provided you do marketing Monday, every single
17:50
Monday for the rest of the year. Then also sustainable practices.
17:54
Also, it depends on the industry.
17:56
There are some things that are unsustainable in some particular
18:02
industries. Let's see what else.
18:04
Price points, OK, I mentioned on price point, OK, I'll explain
18:11
this, OK. The reason why price point is
18:13
important is this. If you're selling something that
18:15
is a cheap product, it limits the kind of marketing practices
18:18
that you can do. So if you sell TomTom, for
18:21
instance, I think TomTom is now 10 naira for one.
18:23
I don't know what the profit margin is.
18:25
May say maybe the profit margin is five naira per one.
18:28
You probably can't go and do online advertising because those
18:30
margins are small. Because if you do online
18:34
advertising, my guess is maybe you'll be paying more than 5
18:37
naira to attract the customer. OK, well, I'm just guessing.
18:41
But what I'm just trying to make is there's some things that the
18:43
price just doesn't make sense. So it limits the kind of
18:46
activities that you can do. So maybe in this case, if you're
18:49
selling TomTom, instead of looking for online advertising,
18:53
maybe you're better off looking for a distributor, somebody who
18:57
will buy maybe like 10,000 TomTom Suites and then maybe
19:00
they will now resell to market women in Abuja or in Lagos or
19:02
something. So that's how you make your
19:04
money. So in this case, sustainable
19:06
marketing might mean going out to big, big marketplaces in
19:10
Abuja or in Lagos or in Sapele or wherever you are.
19:13
I'm trying to look for distributors, retailers who will
19:16
now buy from your hand. So that's where price comes in
19:20
and that's why you start looking at things like CAC.
19:22
That's the customer acquisition cost.
19:24
How much does it cost for you to acquire a customer?
19:27
And then CLV, that's customer lifetime value.
19:29
When you actually do find a customer, how much is it, how
19:32
much do they spend? So if you look at all the
19:36
marketing things available to you, whether it's Flyers or
19:39
advertising online or going to go and meet people, and you see
19:42
on average that you're spending maybe 7 K to acquire 1 customer.
19:49
If you're spending seven K to acquire 1 customer, but last
19:53
last, by the time they spend and do business with you, they end
19:56
up spending maybe like 1.2 M or something.
19:59
Then in that case, you can see that spending seven K to acquire
20:02
somebody who's going to spend 1.2 M.
20:04
Over the next two years, that's not a problem, it actually makes
20:07
sense. The question now is how can I
20:09
raise that 777 K so I can go and look for more people?
20:13
Because by the time 1 clicks, the person ends up spending 1.2
20:18
M over the course of three years or something like that.
20:21
So this is how price determines what is a sustainable marketing
20:24
practice, What is sustainable, something they can do that you
20:31
can replicate over time. Then the industry also
20:35
determines what marketing practices that you can do
20:41
sustainable over time. For instance, those of you in
20:44
the tech space, all of you who are trying to set up fintechs
20:47
and things like that, you guys talk about growth hacking, you
20:50
guys talk about metric driven growth, you guys talk about the
20:54
PLG product LED growth, You know, all these other ideas.
20:59
I'll make a podcast episode on those ones later.
21:03
But you know, those are some things traditionally that people
21:05
are doing in your space. And so, you know, if all your
21:09
colleagues are doing this thing, then it makes sense.
21:12
You guys hanging out together, learning about these things.
21:14
You might be able to do it easily.
21:15
Over time, there might be motivation to do it because
21:18
after all your colleagues, that is what they're doing.
21:20
And then in some industries like real estate that we mentioned
21:25
maybe 3 or 4 episodes ago where they use Flyers and things like
21:29
that, That's the episode I made while I was talking to the real
21:31
estate guy about how we could increase his lead generation.
21:36
So in that case, you know, using Flyers, you know, that is
21:39
something that can be done sustainably over time.
21:41
You know, you go out on Monday, share like 200 Flyers, go out on
21:45
Wednesday, share like 200 Flyers, go out on Friday, share
21:49
another 200. So you do it like that and you
21:54
know, by the end of the month, maybe you'd have been able to
21:55
share, you know, close to 2000 Flyers or something like that.
21:58
So these are some of the factors that determine what is
22:02
sustainable marketing practice or not.
22:05
But just remember it is contextual.
22:06
So you should be considering all these things, you know, what are
22:08
your personalities? What do you like?
22:09
What do you not like? Now, some of you that don't like
22:11
to walk around in the sun, if you don't like to walk around in
22:14
the sun, then I guess this flyer thing is not a good idea.
22:17
Or maybe you're going to share the flyer first thing in the
22:19
morning, you know, go around maybe like that kind of eight or
22:22
maybe 10 when the weather is still cool.
22:25
So by the time it starts getting hot at 11, you know, you cut
22:27
out, you know, you leave. But you have to pick whatever it
22:30
is that works for you. Well, this is one thing that
22:33
you're going to have to bear in mind if you are involved in a
22:36
complex sale. And remember that a complex sale
22:38
is anything that is expensive and that is complex, that
22:43
involves many decision, many decision makers, and that you
22:48
have to build relationships with people.
22:51
So if you're involved in that kind of thing, just remember
22:55
that whatever marketing you're going to do has to be
22:57
multimodal. You can't pick just one thing.
23:00
So for those of you who are doing fintech ideas, you can do
23:04
PLG, yes, you know, that's good. But then you also have to try
23:08
other things as well. There might be flyer involved,
23:12
there might be PR involved, there might be branding
23:15
involved, there might be prospecting involved.
23:17
Go and visit somebody in the office.
23:19
There might be content marketing involved.
23:21
Put out things on the Internet that will generate interest and
23:24
engagement so that people can look at the content and then
23:28
start coming into you with questions and DMS and emails and
23:32
things like that. So if you're involved in the
23:33
complex hills, it has to be multimodal.
23:36
You're going to have to do lots of things.
23:37
You can't just pick 1. So if you sell cars, for
23:43
instance, OK, cars, some people say cars are not complex, but I
23:46
like to say selling cars is kind of complex because compared to
23:50
other things like wedding photography, because with
23:53
wedding photography, that's why I started, I would be dealing
23:56
with either the bride or the groom.
23:58
Worst case scenario, I have to start talking to mumsy and popsy
24:00
because mumsy and Popsy are the ones that are going to pay the
24:02
bills. But you can see that primarily
24:05
I'm getting in touch with one person who is the guy getting
24:07
married or who is the babe getting married for the car
24:10
sale. Now it's a little bit more
24:12
complex. I'm talking to the guy.
24:15
OK, now let me not do Carl, let me say house.
24:17
So you're talking to the guy or guy, but Madame's opinion is
24:21
really, really important as well.
24:22
So you have to make sure that Madame is involved in this deal.
24:26
Let you not be that. Or guy thinks it's a good deal
24:28
when it's now time to transfer money or something like that.
24:31
Madame will now say she doesn't like the size of the kitchen and
24:33
then everything has been torpedoed.
24:35
Or you're talking only to the Madame.
24:38
You best make sure that our guy is involved in the conversation
24:40
as well before when it's time for money to change house,
24:44
change house now or guy will now come and say, you know, whatever
24:48
it is that the husband is going to say in this case.
24:50
So multiple decision makers, you know, things like that.
24:53
And housing is complex. The price point is high because
24:57
there's no house that you can buy for, you know, 100 grand or
25:00
maybe 2 mil or three mil, you know, or talking big sums of
25:04
money here. So when you're involved in
25:06
complex sales scenarios, you have to be doing lots of other
25:08
stuff. So you can't say you're in
25:09
retail, so in real estate and then you're only going to drop
25:12
flyer. So in the morning you can drop
25:14
flyer, but then 1011 you're back to the office.
25:17
Then maybe you can work on some content marketing that you share
25:20
on LinkedIn or on something. And then maybe later on in the
25:23
afternoon, you check with your digital guy to be sure the
25:26
advertisements that you guys are putting out online to be sure
25:30
are the advertisements being seen, What is the reach?
25:32
What is the conversion, all these sorts of things.
25:36
But this is just an example to say that if you're in a complex
25:38
sales, you can't you have to be doing it has to be multimodal,
25:41
different things at once. So in the morning, you share
25:44
flyer, you get back to the office, you produce content.
25:47
Then you now talk to your digital, your digital
25:50
advertising guy. And when you're done, maybe you
25:52
can now go out and then you start visiting people's offices.
25:55
Maybe you decide that you're going to visit the all the banks
25:59
in on Amado Belle and we'll say to it's like going from one bank
26:03
branch to another bank branch. So that's how you run it
26:06
multimodal. If it's a complex sale, if it's
26:08
a simple sale, then yeah, single tactics work.
26:12
That is why people like some retailers, you know, can just
26:17
can just rely on price discount, price discount, price discount.
26:20
And that's all they do. Every single year you bring
26:23
stuff in new things from the UK and then you put them in the
26:26
store and then you wait November, December price
26:28
discount and then people rush. So the more simpler the sale is,
26:32
you can rely on one tactic, but the more complex the sale is,
26:36
there's no you have to do different stuff.
26:41
So how I we wrapped up the conversation.
26:45
OK, sorry, let me look at my notes.
26:47
This was a bunch of a couple of days ago, so I cannot remember.
26:51
Let me say 1 moment, let me see, let me see, let me see.
26:55
OK. I can't remember how we actually
26:57
wrapped up the conversation, but bottom line is when it comes to
26:59
figuring out what is the best sustainable business practice
27:04
for you or sustainable marketing practice for you, it helps if
27:07
you can discuss with a professional.
27:10
So you call someone like me or you call someone like Coach
27:12
Jugo, I should be able to put you through, OK, based on the
27:16
kind of business you you've been in, how long you've been in
27:19
business, the kind of customers that you have, the kind of
27:21
industry that this is. And your personality is like the
27:24
thing you're willing to do, the thing you're not willing to do.
27:26
Perhaps you should try this, this, this, or you should try
27:28
that, that, that and then tweak it as it goes.
27:33
Let's see what else. Of course, pay attention to
27:35
useful material like this over on the Internet, over on
27:38
YouTube, over on the podcast. It helps you figure out new
27:42
marketing ideas that you can try out then.
27:47
And don't forget AI. You can also use AI to discover
27:50
what kind of marketing ideas you can try out.
27:52
Because I told someone and she tried it and she was impressed
27:55
and I told her go ye forth and execute.
27:57
And then when you've learnt a couple of things, you can come
28:00
back and then we'll talk some more.
28:01
You don't necessarily have to pay for my services now.
28:04
But of course, if you guys give me your money, Yeah, I don't
28:06
mind. I will take it.
28:08
I'm money operated. I love money.
28:09
So yeah. So that's it pretty much.
28:15
This is what we discussed. So when Coach Odrugo has the
28:18
finished and the polished episode available with nice
28:23
clean sound and with music and everything, I'll share that
28:27
over. I'll share that over here on the
28:29
podcast. So that's all.
28:30
Thank you guys very much for listening.
28:33
If you're having sales challenges, you don't know what
28:36
is something sustainable. You don't know what the
28:39
sustainable sales and marketing practices are for your business,
28:43
for your industry, in your particular context.
28:45
Then please reach out and let's see how we can get you sorted.
28:49
The contact details to use my phone number is 08064662140.
28:56
The country code is +234. If you're going to call on
29:01
WhatsApp, please send me a message first before you, before
29:03
you call because a lot of criminals these days on
29:06
WhatsApp, I don't know what's happening and you know, people
29:08
hacking WhatsApp profiles. So I tend not to answer WhatsApp
29:13
calls if I don't have your number already stored.
29:15
So shoot me a message first. We'll chat one or two times and
29:19
then we'll agree when we can be on the phone and then call.
29:21
But if you're a regular phone call, make sure no problem, just
29:23
call. If I don't answer, send an SMS
29:26
and I'll boss you back as soon as I can.
29:29
Then you can connect with me on LinkedIn.
29:31
The name to look out for is Tavi Shima Ayedi.
29:34
That's my name and the host of the show.
29:37
If you're concerned about the spelling, then just check
29:39
whatever link you're listening to right now.
29:41
If you're listening to your podcast, then check there.
29:44
You see my name on my e-mail address.
29:46
If you're on YouTube, just look at the bottom right, so bottom
29:49
left of the video. You see my name there.
29:52
Highlight it with your mouse and then copy paste it in LinkedIn
29:56
and then my profile will come up and then you can get connected
29:58
to me that way. So thank you very much for your
30:00
time and attention. I'll catch you guys at the next
30:02
episode.